eCampaigning on a shoestring

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Presentation outlining the advantages using social media for awareness campaigning and fundraising.

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eCampaigning on a shoestring

  1. 1. eCampaigning

 on a $hoe$tring

  2. 2. Who
am
I?
 Who? Zoe Laycock What? New Media Director www.frontofmind.co.uk Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  3. 3. Front
of
Mind
 Digital communications agency Design Build Strategy •  Public sector •  Commercial sector •  Third sector Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  4. 4. A
bit
about
you
 What do you do online? •  General surfing •  News and current affairs •  Shopping •  eDemocracy/ eCampaigns •  Entertainment (videos/ music/ tv) Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  5. 5. What
are
people
doing?
 People in the UK are spending more and more time online… Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  6. 6. UK
internet
access:
 16.5m households online 56% broadband access Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  7. 7. ShiP
in
media
consumpQon
 More time spent online than watching TV Europeans spend 14.3 hours online per week Forrester – 2007 35m access internet via PCs 7.3m access internet via mobile phones bbc.co.uk 25.11.08 Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  8. 8. New
new
media?
 “people are shifting their attention from conventional forms of new media, such as websites, to newer forms, such as YouTube video, photo blogs, podcasts and social networks.” Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  9. 9. What does this mean for eCampaigning? Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  10. 10. In
the
past
 Getting the message out: •  Over-reliance on dreary direct mailouts •  Calls to journalists (trust relationship) •  Print-based campaigns Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  11. 11. TradiQonal
campaigns
 •  Volume fundraising •  Lasting awareness? •  Mobilising direct action? Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  12. 12. Digital
opportunity
 Rich media and social media achieve: •  Engagement and interactivity •  Two-way conversation •  Presence in the places where people are Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  13. 13. So
where
are
people?
 Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  14. 14. Social
media
space
 More people using social media to have their say and for their voices to be heard. Third Sector organisations must exploit these mediums to create powerful campaigns and more transparent consultations. Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  15. 15. Engagement
 •  Ongoing awareness •  Building donor/ supporter relationships •  Motivate and stimulate action •  Engagement and participation
 Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  16. 16. What’s out there? Cool stuff… Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  17. 17. Kroo
Bay
project
 Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  18. 18. Kroo
Bay
project
 •  Imaginative engagement project •  Microsite: Kroo Bay, Freetown, Sierra Leone •  Tells a story •  Local clinic (malaria, cholera, diphtheria and diarrhoea) Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  19. 19. Kroo
Bay
website
 Donors can: •  Watch quot;webisodes” •  Read residents’ profiles •  Post messages for the residents on their profile pages •  Watch the clinic renovation progress as they donate money Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  20. 20. Not all interaction has to be rich media dependent. Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  21. 21. Blog JamiesBigVoice.com was set up (2005) - authored by an ex-homeless member of the public. Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  22. 22. Blogging
 JamiesBigVoice.com Aim: •  Stimulate public debate •  Get attention of broadcasters/ journalists The blog gained significant coverage in the mainstream media and succeeded in encouraging debate. Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  23. 23. People use the internet to communicate more. Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  24. 24. CommunicaQon
&
collaboraQon
tools
 Closer relationships between: •  Supporters/donors and campaign groups •  donors and beneficiaries Resulting in: •  Two-way conversation •  Involvement Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  25. 25. Front
of
Mind
Limited




+44
(0)20
7291
3870



17‐18
Margaret
Street,
London
W1W
8RP

  26. 26. Flickr
for
good
‐
www.flickr.com/good
 About Faces of ONE This group is dedicated to ONE.org, the campaign to make poverty history. We encourage you to add a photograph of your own face to this cause.
  27. 27. We
The
Peoples
Film
FesQval
 We were commissioned to design and deliver the Festival website and supporting media. www.wethepeoples.org.uk
  28. 28. Approach
 •  Creative design •  Accessible content •  SEO •  Existing media assets •  Distributable content
  29. 29. • A lot can be done for comparatively little • Think strategically about how to best integrate online applications and use of online media into current campaign activities
  30. 30. Digital
strategy
 •  New media is strengthening both charities & political campaigns •  Can’t simply bolt them on to existing working practices and expect to engage increasingly more media-savvy supporters
  31. 31. Integrated
approach
 •  Reach and engage where people are •  Beyond websites •  Push-pull approach to information •  Channel mix – web, mobile, print
  32. 32. Thank
you!
 zoe@frontofmind.co.uk
 www.frontofmind.co.uk

  33. 33. eCampaigning on a $hoe$tring www.frontofmind.co.uk

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